One detractor is marketing and media critic Åsk Dabitch Wäppling, who maintains, “Studly Steve is as bad of a stereotype as Doofus Dad. They’re stereotypes, and that’s by definition not original. When can we return to product-as-hero advertising? When will we stop insulting people?”

Also - "And as a mother herself and part of the target audience, she doesn’t feel they speak to her. " this is code for I think these ads have a very gay aesthetic. Props also to Steve O’Connell, ECD and partner at Red Tettemer O’Connell + Partners for working in this gem: “Objectifying men doesn’t really upset anybody. You really can’t offend the white male.”